A leader in butane gas distribution across Ivory Coast, we learn more about Simam Côte d’Ivoire with its General Administrator, Karim Ousmaes, who outlines the company’s recent achievements and ambitious future.
DISTRIBUTION WITH A DIFFERENCE
The Ivorian gas distribution sector has experienced rapid growth over the past decade, with a sustained increase of over 10 percent per annum.
New players have entered the market during this time, making it a highly competitive environment that consistently challenges oil and gas organisations across the country.
Karim Ousmaes, General Administrator of Simam Côte d’Ivoire (Simam CI), was immersed in the petroleum product distribution sector from a young age.
“My family began in this field in the 1950s and 1960s, managing petrol stations in the countryside of Ivory Coast, specifically in Gagnoa,” he details.
Upon completing his studies and returning home in 2000, Ousmaes took over the management of a petrol station on behalf of ExxonMobil before starting a strong partnership with Ivorian giant, Petro Ivoire, granting him substantial knowledge and experience in the industry.
In 2012, he joined the management team of Simam CI, at which point the business was producing 50 tonnes (t) of gas per month. However, thanks to the company’s cohesive and committed team, as well as significant external investments, Simam CI has grown to become the Ivorian leader in gas distribution.
“Our in-depth knowledge of the field, customer expectations, and operational constraints remain our strength today as a marketer,” Ousmaes highlights.
ENVIABLE DISTRIBUTION NETWORK
Simam CI’s main operations primarily revolve around the distribution of butane gas in B6 and B12 cylinders for households and other products such as fuel, lubricants, and bulk gas to businesses.
Situated in the Yopougon Industrial Zone of Abidjan, the company’s state-of-the-art filling centre was built in two phases and represents an investment of over €20 million.
Moreover, Simam CI’s centre has an impressive production capacity of over 700t per day and butane gas storage capacity of 2,600t, signifying unmatched operational abilities.
The company’s facilities are diligently managed by a workforce of around 900 employees who, alongside a fleet of 130 trucks and the circa three million cylinders currently in circulation, enable Simam CI to supply its network of over 3,000 resellers every day.
“Our detailed understanding of the field, integrated logistics, and strategic investments have allowed us to own one of the largest filling centres and truck fleets in Ivory Coast, which sets us apart from industry competitors,” highlights Ousmaes.
In terms of pricing, the cost of gas is determined by Ivory Coast’s administration, with a differentiation made based on the ability to offer clients discounts. Therefore, ensuring customised services and high responsiveness are key success factors for Simam CI’s business-to-business (B2B) and business-to-consumer (B2C) activities.
Meanwhile, thanks to a unique distribution strategy, gas bottles are supplied daily across the company’s extensive network of depots. As a result, consumers can conveniently find a distributor near their residence for gas purchasing and refills.
Going forward, Simam CI’s distribution model will be more cost-effective as the company becomes increasingly integrated into the value chain.
RECOGNISING GREATNESS
A major player in the distribution of butane gas, Simam CI’s leadership has received multiple awards and ranks amongst the top organisations in the hydrocarbons sector.
In 2023, the company’s tenacious efforts were recognised when it obtained ISO 9001:2015 certification, something Simam CI remains very proud of.
“Achieving this certification is the result of three years of hard work during which we formalised all business processes, identified our risk areas, and drafted all job descriptions.
“Our quality management system now operates effectively, allowing us to handle various situations with confidence,” Ousmaes asserts.
Additionally, the digitalisation of Simam CI’s activities is of strategic importance as its operations generate a significant volume of transactions, from accounting to sales and human resources.
Operating in a regulated sector where information traceability is crucial, the completion of this streamlining venture will prove crucial as it allows the company to improve the efficiency of its work processes, reduce operational risks, and ultimately enhance its overall performance.
Elsewhere, the company’s procurement department manages the sourcing and purchasing of factory equipment, tools, and gas bottles for transportation, ensuring the best quality at the best price.
EMPLOYEE AUTONOMY
Simam CI possesses a young, proactive, and dynamic workforce, with the average staff member being 34 years of age.
The company has also hired several workers through the Employment Assistance Programme (EAP), demonstrating its strong emphasis on youth.
From the outset, employees are given important responsibilities and provided with the autonomy to make decisions and carry out their own tasks.
“We have implemented a quarterly awards system to recognise the performance of Simam CI’s top employees, as well as a proactive training policy to help our team members enhance their skills.
“Finally, whenever possible, we prioritise internal promotions across our recruitment process,” outlines Ousmaes.
Additionally, the company is committed to the well-being of its employees, which is reflected in the paramount importance given to the safety of personnel during operations, the provision of healthcare for employees, and the introduction of a social policy to support staff during difficult periods.
Amongst its other corporate social responsibility (CSR) commitments, Simam CI contributes to the fight against climate change by distributing gas to households that cook with firewood.
Additionally, the company also supports the ATEF OMAÏS Foundation (FATOM), a non-political, non-denominational, and non-profit organisation that promotes sustainable human development through actions that benefit vulnerable populations.
In the coming year, Simam CI is placing greater attention on its marketing department to strengthen brand awareness across Ivory Coast. This will include billboard and television advertising campaigns, as well as community outreach efforts in order to get closer to customers.
“Meanwhile, we will begin the process of aligning with ISO 14001 and ISO 45001 standards, with the goal of achieving certification,” closes Ousmaes.
